Why are childlike portrayals appealing in East Asia? A cross-cultural comparison between Taiwan and the U.S.

This study compares the effectiveness of childlike and adult-like portrayals in Taiwan and the US. It is argued that culturally shaped self-concepts affect responses to ads using these two types of portrayal.

Why are childlike portrayals appealing in East Asia? A cross-cultural comparison between Taiwan and the U.S.

Chingching Chang

National Cheng-chi University

Hairong Li

Michigan State University

Introduction

It is fashionable to be childlike in East Asia....

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